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Being Well Is About Reinvention - Not Health
Date:11/23/2009

NEW YORK, Nov. 23 /PRNewswire/ -- How is the economy affecting people's wellness? According to a 2009 Survey by Saatchi & Saatchi Wellness on Wellness & the Economy, the economy is making us collectively more unwell, as our focus shifts from a healthy lifestyle of exercise and diet to one that is more inwardly focused on adapting to the new economic climate.

The survey's most dramatic finding was the change in consumers' definition of wellness, which shifted from a traditional focus on health and wellbeing to today's more relevant concerns about adapting to new realities. The numbers tell the story: while 47% said wellness used to mean "being healthy," this year only 10% feel that way. By contrast, survey responders' top definition of wellness is now "reinventing my life"--changing their behaviors, plans, and even their aspirations.

"The change in consumers' perceptions about Wellness is important news for marketers who advance Wellness as a key benefit of their brands, from foods to drugs to lifestyle brands," notes Johanna Skilling, Director of Strategic Planning at SSW, who led the survey. "While consumers haven't completely given up on the goal of health and balance, the definition of health has changed. This means that as marketers, we have an important role to play in helping our constituents adapt to new realities in the marketplace."

The survey asked people to compare their wellness choices before and after the economic downturn. Over 500 people weighed in on SSW's survey on the economy and wellness, offering insight into everything from their moods to their eating and exercise regimes, from their media habits to their sex lives. The survey was conducted entirely through social media, reaching people in 9 countries and 31 states.

Before the economic downturn, consumers defined their state of wellness as being healthy, eating well and being physically fit. Today, wellness is about tryi
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